In what seems to be a new feature of its Marketing Solutions page, Facebook recently published a case study explaining that Facebook ads translated into sales for advertising partner Daddies Board Shop.
The marketing coordinator of Daddies Board Shop, Sarah Loveland, told Facebook she was first drawn to ads on the site because they gave her the ability to target users based on their locations and Facebook-specified "Likes and Interests." This gave her the chance to find consumers near the Portland, Oregon-based company who liked snowboarding and skiing. She created ads specifically for longboards from Daddies Board Shop, and it wasn't long before demand for the product jumped.
The success of these initial ads inspired Loveland to target an international audience, focusing on Facebook users in countries where winter sports are popular. Now, the Norwegian Facebook ads have the highest click-through rates of any of the business' advertisements.
The company's Facebook page currently has more than 4,000 fans from across the world. The company engages these fans with relevant content, such as snowboarding industry news and advice. Users frequently ask for Daddies Board Shop and fellow fans to offer expertise. Plus, the wall also makes it clear that the business is attracting global customers on Facebook. (One user recently asked about the cost of shipping to Australia, to which the company rapidly replied.)
Facebook ads have helped the company grow its presence on the social site and its overall consumer base. Experimenting with new ad features, such as targeted promotions and discounts, help sales continue to grow. "I can move product quickly by posting a limited-time sale and the targeted group just eats it up," Loveland says.
Social media marketers and display advertisers should take note of this success story. Facebook display ads are proving to be a valuable way to catch consumers' interests online – as Brafton recently reported, comScore data indicates that the social site now accounts for one in four display ad impressions.